Gradus unveils its refreshed brand and communication strategy, developed together with Netpeak Agency (FRACTAL Group). The rebranding introduces an updated visual identity and a new positioning formula that reflect the company’s evolution and the shifting demands of the research market.

Gradus moves beyond “average temperature” measurements toward a mature insight-driven consultancy that grows in step with global research markets.

A stronger focus on insights has become central to the brand. Today, speed alone is no longer enough; clients expect interpretation, clarity, and the ability to translate data into insights. This thinking guided the transformation of the previous key brand symbol — the degree mark placed to the left of the logo. It has evolved into a Spotlight positioned on the right, signalling focused attention, illumination, and the pursuit of clear understanding.

The orange color reflects the brand’s mindset: every challenge is a task that can be solved. Finding the right answer requires context, diagnosis, and the ability to identify actionable insights — something Gradus is equipped to deliver at speed when needed.

Gradus has matured as a research partner. The agency now provides a full cycle of research — from hypothesis generation with qualitative tools to quantitative validation. This shift is reflected in the bold logotype.

The company’s growth in global projects was another catalyst for change. Since 2023, Gradus has been expanding its portfolio of international clients and running studies across Europe, North America, and Central Asia. Drawing on global benchmarks, the first letter of the name is now lowercase.

Clarity and human-centered interpretation were also embedded into the visual system. Hand-drawn elements emphasize the role of people in making sense of data and delivering practical conclusions.

Evgeniya Blyznyuk, Founder & CEO of Gradus, comments:
"After the full-scale invasion, we saw two urgent demands from our clients — speed and clarity. Businesses needed not another spreadsheet but confidence in their decisions. We updated the brand to anchor our role: Gradus shows what is happening, why it is happening, and how these insights can guide managerial decisions.”

The new brand formula — From Data to Action — captures the essence of Gradus. The company not only measures audience behavior but also translates data into insights that enable faster and more confident action, reinforcing expert judgment with evidence. The positioning outlines the transition from an “operational research provider” to a strategic partner capable of shaping data logic and explaining complex transformations with clarity and precision.

Evgen Zingerman, Chief Strategy Officer at Netpeak Agency, adds:
“Before this project, Gradus was our partner for audience research within strategic assignments. When the team approached us with a rebranding request, we immediately saw a rare opportunity: the client’s team was essentially our own target audience. The strategic phase became a co-creation process between two teams, and the result is the new identity.”

The refreshed brand reinforces the core principle of Gradus: data become effective actions when delivered on time and highlighted with a deep understanding of the client’s needs.

• Project team:
  Netpeak Agency
  Evgen Zingerman — Chief Strategy Officer, Project Lead
  Daria Markova — Senior Strategist
  Yelyzaveta Vnukova — Art Director
  Natalia Polishchuk — Designer
  Tetiana Yasynska — Account Manager
  Yuriy Gruzynskyi — Head of Enterprise Department